Future of CX in the era of AI
Meet the speakers
James Tooke
Head of Digital Experience Solutions, Adobe
Simon Murray
DSG EMEA Practice Lead, Regulated Industries, Adobe
Richard De Villa
Marketing Director, UK Ireland and Nordics, Club Med
Bethan Williams-James
Content and Commerce
Solution Consultant, Adobe
Kathleen McLean
Global Head of Customer Growth, Dr. Martens
Solutions Consultant, Adobe
Georgia Scott
Director of Integrated Marketing and Operations, Monzo
Mingyue Jao
9:00am
Arrivals and Breakfast
Welcome from Adobe
Future of CX in the era of AI Keynote
Adobe Presentation Break
Panel Discussion
9:30am 9:40am 10:10am 10:45am 11:00am 11:45am Lunch & Networking
Adobe Amplify 12:00pm
% of marketers expect content demands to increase 5X by 2027
Customer expectations for personalised experiences are a top factor driving content demand 61%
Creativity + Marketing + AI
Personalisation at Scale
Content
Data Journeys
Customer Experience Orchestration
Content Supply Chain + Unified
Customer Experience + AI
Content + Data + Journeys
Content + Analytics
AI is not new to us. We’ve been focused on building our foundation for over a decade…
AI-as-a-Service Natively Integrated AI
Generative AI
Firefly
Agents are the key to unlocking the power of GenAI
Interact
Interprets intent, responds intelligently, and often supports multi-modal communication including natural language text, speech and imagery
Reason
Thinks through problems, understands context, and makes decisions vs. following predetermined steps and rules.
Act
Takes action to get things done independently, or in partnership, but always guided by human direction (through high-level guidance or explicit instruction)
Adobe Experience Platform Agents deliver value across the customer experience lifecycle
Workflow Optimization Agent
Product Support Agent
Planning
Audience Management
Audience Agent
Performance Analysis
Data Insights Agent
Data Engineering Agent
LLM Optimization Agent
Experience Management
Site Optimization Agent
Product Advisor Agent
Account Qualification Agent
Content Production
Content Production Agent
Journey Orchestration
Journey Agent
Experimentation Agent
Personalisation at a scale that was previously impossible
Expand Experience Maker Capacity
Empower customer experience teams, including marketers and data analysts, with intelligent agents that enhance productivity and increase impact
Deliver Immersive Customer Experiences
Engage customers with real-time, intent-driven, personalised interactions at a depth and scale that is only possible with agentic technology
Customer success
Travel & Hospitality
Retail
165% 3X
AI Assistant has saved us hours with troubleshooting. increase in car rentals with 1/3 audience size higher engagement rates for mobile campaigns
State of CX in AI-Driven World report
Massive personalisation gap represents untapped revenue opportunity
Firms want to evolve to customer centric operating models
AI is disrupting product discovery, with 1
searches expected to move to LLMs
Adjusting keyword strategies
Creating content that answers specific questions
Focusing on E-E-A-T signals
Gen AI is transforming content economics
Cost per content piece (- means reduction in cost) +49% Content production throughout (+ means increase in throughput) -37% Time to market (+ means reduced time to market) +29% Quality control costs (+ means increase in cost)
-31%
Agentic AI adoption is poised for strong growth
of retailers report having no formal AI governance measures in place. High performers treat governance as a growth enabler not just a defense mechanism
Adobe Sites Optimizer Brand Concierge LLM Optimizer
Consistently running a digital presence at peak performance is hard . Consistently running a digital presence at peak performance is hard
We are seeing significant abandonment rates at the final step of the funnel
My paid traffic is not converting at the rate I was expecting it to
I have to figure out why visitors
I need to drive more organic traffic to my pages
I need to make sure all audiences can interact on my site
Security / privacy breaches through the site could be devastating to the brand and business
With AEM Sites Optimizer, SEO, page speed, content performance, security, and accessibility issues can all be optimised on the fly. In a few short weeks, we've seen key business metrics improved with little effort required from marketing teams. While the product is packed with breakthroughs, the greatest shift is the business model where Adobe is aligning their product strategy squarely with our organisational objectives.
Geoff Lyman Manager, Digital experience solutions
SEO
Identified issues in sitemap.xml that were impacting indexation. Auto-optimised page metadata.
Organic visibility +15%
Page speed
Monitored for CWV and provided prescriptive recommendations for how to improve degradations.
Accelerated LCP +19%
Identified and resolved Cross Site Scripting and CORS configuration issues.
To find and fix security issues 5x faster
Engagement
Improved engagement rates by optimising consent banners and forms in landing experiences.
3.4%
Bounce rate improvement
Optimized experiences for screen readers, improved keyboard navigation, and alt text for images.
3x faster
Faster to find and fix a11y issues
The new normal for digital experiences
Consumers are quickly adopting and expecting personalised digital experiences, now possible with GenAI
58% of consumers have replaced traditional search with Gen AI tools for purchase recommendations. (Capgemini, Jan 2025)
72% of consumers expect personalised interactions; 76% become frustrated if personalisation is missing. (McKinsey, Feb 2025)
71% of consumers want generative AI integrated into their purchasing experiences. (Capgemini, Jan 2025)
15%
increase in customer retention when personalised marketing is powered by GenAI (McKinsey, Nov 2024)
CMOs are experiencing a huge shift in user search & discovery
4,700% increase in traffic to US retail sites from Generative AI sources in July’25 compared to July’24 (Adobe Analytics)
80% of consumers rely on AI-written summaries for at least 40% of their searches (Bain & Co)
50% decline in organic traffic projected by 2028 (Gartner)
Websites today are built for human readers and SEO algorithms, not agentic readers
Web analytics tools lack insights on agentic traffic and leave you flying blind on where to improve
Earned, 3rd party content directly shape how LLMs tell your story
LLM Optimizer Demo
LLM referral trafficcontinuesto increase on Adobe.com.With Adobe LLM
Optimizerwe can not onlysee what pagesare being most viewed byLLMs but also succinctly understand what content changeswillhelp drive our bidirectionaltraffic impact.
+200%
LLM Visibility vs Competitors
Adobe.comcitationsforEdit
PDF outpacecompetitorcitations
+41%
Traffic from LLMs
ReferraltrafficfromLLMsgrew significantlysinceusingLLM Optimizer
5x
Increase in LLM Citations
Withinoneweekofpre-rendering pages forLLMreadability
The role of marketinɡ is chanɡinɡ and takinɡ a ɡreater role in experience led
digital transformations
Brand advocate to the customer Customer advocate to the business Role shift
From To
Areas of evolution
Insight Driven More Technical ROI Focused
Expected to have deeper customer insight to deliver more personalised experiences
Expanded portfolio which includes analytics, technology & capabilities
More accountable for business impact, ROI and demonstrating attribution
Marketer of today
Reactive
Unclear effectiveness
Break
Meet the speakers
Bethan Williams-James
Content and Commerce
Solution Consultant, Adobe
Richard De Villa
Marketing Director, UK
Ireland and Nordics, Club
Med
Kathleen McLean
Global Head of Customer Growth, Dr. Martens
Georgia Scott Director of Integrated
Marketing and Operations, Monzo
Amplify
your vision
The Adobe Amplify Program is an exclusive program for business leaders ready to drive transformation and create customer experiences that unlock real value.
With unprecedented access to Adobe’s expert resources, industryleading technology and extensive partner ecosystem, the program gives you everything you need to realise your vision.
Adobe Amplify framework
Aspire Assess
Objectives
Evaluate your business with industry benchmarking
Spot opportunities through hands-on workshops
Define high level vision hypothesis and action plan
Customer activities and time commitment
• Active participation in workshop
• 4–8 hours for 6–10 people
Outputs
Qualify hypothesis, map value, and define clear outcomes
Validate ideas with real-world applications and Adobe technology
Build a business case with data-backed insights
• Further sessions / Immersion Discovery
4
12 hours for specific roles in management
Achieve
Align internal teams around a shared strategy and vision
Engage stakeholders with clear value propositions
Refine your pitch to win leadership buy-in
you
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